AIA Assemble CI represents a groundbreaking innovation in critical illness insurance, being the first-to-market customizable policy allowing personalized sum assured for individual conditions.

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Our agency developed comprehensive branding and communication strategy, from naming to execution, creating a powerful market positioning for this revolutionary product. The campaign emphasized customer empowerment through personalization, supported by clear, compelling communication tools that simplified complex insurance concepts.

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We created an integrated suite of sales enablement materials that equipped AIA's agents with effective storytelling tools, driving product understanding and sales conversion. The strategic approach balanced innovation messaging with trust-building elements, establishing AIA's leadership in personalized insurance solutions.